Do Not STEREOTYPE Your Customers

Stereotype is defined as having a fixed mind-set about an individual based on
their background. This attitude is seen as a weaken character that
discriminates, bias and prejudice. Whenever we make conclusions about someone
without knowing them, it means we are stereotyping them. There are several key
factors in stereotyping which includes nationality, origin, race, religion and
gender.

How does stereotype evolved and why it is tough to nip the source? Culture
imposition is one of the main reasons for the existence of stereotype. Culture
imposition encircles the belief of “We know what’s best for you, if you don’t
like it you can go elsewhere”. For few races, they self-imposed themselves
superior compared to minorities and thus feels their thoughts, ideas and views
has stronger authority and command. Besides than that, ethnocentrism concept
emphasizes their culture is superior and inability to accept another culture
view. It has evolved in this world long time back and most of it referred to
started long way back from the time of colonial and imperial power. Clearly it
channeled the process of using assumptions to evaluate other culture’s action
and messages, thereby concluding their ulterior purposes and motives. Culture
blindness contributes to the final straw of stereotype with simply ignoring
difference and individuals proceeds as though no differences exist with the
perception of not worrying what other cultures. However stereotype has continued
evolve with major contributors are poor education system, lack of knowledge,
poor attitude, lack of management’s responsibility and simple ignorance.

Have you entered an attire shop and you liked a choice of attire colour but
your preferences are shot down by the outlet’s sales person who stated “I didn’t
know that you’ll too can wear this shirt with this specific colour? Words such
“I didn’t know” shows lack of knowledge, “you’ll too can wear” is termed as
provoking that refers to a set of group and “wear shirt with this specific
colour” is termed insulting in this conversation. The statement does not carry
an understanding to seek clarification but related to having an already fixed
mind set. That sentence may not go well with several customers as it seems
diminishing prejudicially by comparing the evolution of lifestyle.

Several negative stereotypes includes women are not strong as men, only
anorexic can become models, Russians are violent people, all Italians linked to
mobsters, Irish are alcoholics, women do not drive well, Germans are Nazis,
Asians have no fashion sense, Middle East peoples are fussy customers and
Indonesians are illegal trespassers in Malaysia.

An Indian colleague of mine constantly said he likes to eat at Chinese
restaurants but grew unhappy with the stereotypical service. He said whenever he
is at a Chinese restaurants, the waitress shall ask “Mahu minum Beer apa? (What
choice of beer you want to drink?). He is a person that does not consume alcohol
thus you can imagine the increased tense whenever the questions are constantly
asked. Once at his regular dined Chinese restaurant, he got angered when being
posted with the same question by the same waitress. He claimed he has gone to
the restaurant up to 50 times and the waitress shall ask him the same question.
He politely replied this time that he was not an alcohol drinker but this time
he got an abrupt shocking reply from the waitress who stated in a broken Malay
language “Semua orang India minum beer. Sini ramai India datang makan, mesti
minum beer punya. You tak minum, betul kah Boss? (All Indians drink beer. A lot
of Indians that dine here shall drink beer. Really sure or not that you won’t
drink beer?). The waitress had stereotyped that all Indians drink beer whenever
they come to a Chinese restaurant and her statement includes the claim that it
is impossible that Indians do not take alcohol.

A single question being posted back to the affected customers “Will you go
back to the same outlet that has treated and provide discriminating service?” It
is pretty clear that organizations with such negative services shall risk losing
customers and revenue. Being stereotype can be offensive, hurting and affect the
image of an organization. Employees should be trained through cross cultural
communication training to provide skills, information and techniques to manage
customers. The training shall be vital with employees being taught to suspend
judgements and avoid pre cultural conceptions when dealing with any customer.
Organizations’ needs to play a pivotal to ensure that each customer is well
taken care because staffs need to use the right choice of words, be tactful and
apply the right body language when they communicate with various cultural
customers. Employees’ that are trained on the valuation of each customer culture
shall possess a better knowledge and understanding which deprives stereotypes
services. It is advisable that stereotyping especial religion, race, gender and
negative should be prevented at all costs, as it leads to treat our customers as
a narrow unit. Instilling empathy communication through key elements such as
respect, tolerance, appreciation, courtesy, politeness, cautious, flexibility
and patience can bridge a better cross cultural understanding with customers and
stem out the unrequited STEREOTYPE.

Viganesh Kumar, a HRDF approved consultant, trainer and lecturer in the
fields of Management, Operation and Hospitality. A Human Resource Strategist
with distinctive career and has provided consultancy & training for over than
200 organizations in various industry.